QMS Sport rebranded to ‘Media Tech’, integrated into TLA

QMS Sport has announced it will become a business unit of TLA and be rebranded to ‘Media Tech’.

The integration comes a year after QMS Sport acquired acquiring TLA Australia for $32.7m.

Media Tech  will operate next to TLA’s other business units, which span events, marketing and communications, digital and content, sales, talent management, and merchandise.

QMS Sport CEO Mark Pejic will continue to lead the division under its new name.

TLA’s chief executive, Craig Kelly, said the move brings together QMS Sport and TLA into one offering.

The QMS Sport brand will cease to exist

“Our people and our business have been invested and passionately driving sport for over 25 years and COVID-19 has seen the global sporting world reset and need to realign in operating efficiencies,” Kelly said.

“The introduction of ‘Media & Tech’ into the TLA family allows us to support the codes, the stadiums, the talent, the brands and most importantly connect with the fans via new technology and streamline productivity for all.”

The rebrand coincides with a visual overhaul for TLA too, which will be implemented across the rest of the year and includes an updated logo to mirror that of parent company TGI Sport.

“Our vision is to become a globally recognised sports agency enabled by technology, experience and data,” said QMS Group’s CEO Barclay Nettlefold.

“We want to provide integrated digital sports solutions via media rights, infrastructure, talent management and merchandise that will deliver advertisers, brands, sponsors, sporting codes and clubs with a unique and powerful platform to engage this highly valued sports audience.

“TLA’s brand integration with TGI and enhanced service offering marks the next phase in the organisation’s development into a globally integrated technology sports platform.”

Last year, QMS Media was acquired by Quadrant Private Equity.


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